What Do Japanese Tourists Think of Our Saunas?

The STEAM project has started in May 2026, and our first step is to conduct market research on the Finnish and Estonian sauna tourism and on the Japanese market. The work starts at the World Sauna Forum 2026 in Jyväskylä, Finland. Come say hello!

The market research has two goals: 1) to understand the current situation of Finnish and Estonian sauna companies and 2) to comprehensively understand the Japanese tourists’ needs, in order to develop the ideal sauna tourism experiences and marketing methods for them. The Baltic Sea Region has great sauna experiences, and we in the STEAM project want to help them reach the Japanese markets.

Do you know of any studies, surveys, reports or other material that would be useful in developing sauna tourism? Let us know! Send a message to the Project Coordinator Iida Arpiainen, iida.arpiainen(a)haaga-helia.fi

Get the latest updates, market research results and upcoming training sessions and materials directly to your email by signing up to the STEAM email list here.

Picture: Harri Tarvainen